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True Coffee’s first flagship store opens doors, featuring robot barista

Thailand’s coffee chain, True Coffee, has launched its first flagship store inside Bangkok’s Center Point Siam Square, eyeing expansion next year. 

Featuring a minimal design, True Coffee flagship enhances its in-store experience with a digital-focused concept where customers can get coffee made by Thailand’s first barista robot ‘Nong Pui Fai’, keep their coffee hot with IoT Mug, and order via True Coffee’s mobile app.

Different from the brand’s other stores, the flagship store offers a wider menu with a beverage and food selection that is exclusively available at the store. Customers can also access a range of read-to-eat dishes, including spaghetti, burgers, fish and chips and fried rice.

The chain has also partnered with French homemade patisseries to deliver freshly-baked products everyday.  

True Coffee is operated by True Lifestyle Retail Company, which is owned by Supachai Chearavanont, CEO of CP Group. Currently, the coffee chain has 120 stores across the country, together with three international markets – Myanmar, China and Laos. 

According to Bangkok Post, True Coffee is eyeing expansion plans next year via franchising, while increasing its takeaway stores at hypermarkets to 200 from 56 branches. 

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